It can be hard to nail down a successful legal content marketing strategy when Google’s algorithm is continually changing or when there are mountains of misinformation floating around online. With all of these factors, it can be easy to overlook the most basic of SEO practices that every attorney website should be utilizing to develop a strong overall marketing strategy.
Below are three SEO techniques your law firm might be missing:
Some experts suggest that internal linking might be the most overlooked SEO optimization tool. Proper internal linking will achieve the following:
- Allow for deeper crawling, which increases crawl rate
- Create a way for users to navigate your page
- Define which pages are the most important for search engines
- Give your website authority
- Index web pages according to keyword
Effective page copy
When writing content for your law firm website, it’s important to write for those who will actually read it — not for search engines that will crawl the site. Make sure to keep your writing accessible to potential clients (i.e. not too technical) and try to avoid unnecessary legal jargon. Ideally, you should write to an eighth-grade level.
Additionally, you should ensure that your content looks good. You can do this by making use of white space (inserting bullet lists and paragraph breaks, for example) and including an image per every 400 words.
Despite the increasing popularity of machine learning and semantic search, keyword research is still be a focus of any successful internal content marketing campaign. Any content you upload should have linkable keywords and topics.
If there are no keywords linked to your topics, how else would you know for sure what your visitors are viewing. And without keyword research, how would you know what content to write about in the first place?
These are some of our basic SEO tips for lawyers and attorneys. Visit the SEOLegal homepage to learn more.